Self-tan brand Fake Bake has refreshed its brand identity to celebrate their 15th anniversary in the UK. The new packaging is part of an overall brand strategy for Fake Bake, which will position them more uniformly on a global scale. Consumers in the UK will start to see the new packaging this month, and it will expand to Fake Bakes’ global locations throughout 2016. Fake Bake worked with focus groups and took into consideration feedback from top beauty journalists to ensure the redesign was consumer friendly. Launching alongside the new packaging is the Flawless Coconut Tanning Serum. This beauty and bronzing hybrid, which is part of the Fake Bake Flawless family works to deliver a luxurious golden tan, while keeping skin hydrated. The serum, which took two years to develop in the Fake Bake lab is the first tanning product to incorporate coconut oil. Flawless Coconut Tanning Serum is available online and across the UK in Boots and selected salons and department stores.

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